March 17, 2020

Reach more people with partially addressed mail

This may sound counter-intuitive as ‘partially addressed mail’ may sound like there is missing information – and your mail may not get to the right place. But this is actually a very clever strategy to extend your marketing reach, without breaching the General Data Protection Regulations (GDPR).

What is partially addressed mail?

It’s an effective way of reaching more people in a postcode area. For instance, if you have a customer in a particular postcode area, you can add all the other households in that postcode to your mail-out.

The logic is that if you have one customer in that area, other similar households are potentially going to be interested in your offer too. As each postcode has around 15 different addresses, this allows you to multiply your existing contacts by 15.

How does it stay compliant with GDPR?

Partially addressed mail doesn’t use specific names – it is addressed to ‘The Householder’ or ‘Fashion-lover’ or whatever is appropriate for your potential customers. This means you’re not processing personal data, so meets the requirements of GDPR.

Each piece of mail needs to have a statement on the envelope e.g. ‘No recipient’s personal data has been used in the creation of this mailing’.

What are the benefits of a partially addresses mail campaign?

  • The big one is cost – there is a lower postal charge for partially addressed mail. This can reduce the cost per item by up to 4p (depending on volume).
  • There is no data-acquisition cost, so you can improve your reach, without the cost of buying a list.
  • The Royal Mail estimates that you’ll communicate with 30% more households with the same budget.
  • Existing customer profiles can be used to identify similar profile areas. This will increase the number of potential addresses beyond just the original postcode.
  • The engagement for partially addressed mail is approximately double that of simply sending outdoor drop flyers.

There is a minimum requirement of 10,000 items per mailing and this will go to all households in each targeted postcode – excluding existing customers.

You can find out more about direct mail – there are many smart strategies to improve your results.

March 3, 2020

Three useful tips to remember | Planning a campaign

One

Focus on the outcome

What do you want the campaign to deliver?  It’s easy to get side-tracked by creating the artwork, getting the data sorted and all kinds of other things.  But first and foremost, it’s important to have a clear focus – that will make everything else much easier. 

If everyone involved knows what the campaign aims to achieve – they’ll deliver the results you want.

Two

Get your message across

A checklist to go through before launching the campaign:

  • What will capture the reader’s attention?
  • Who are you talking to? 
  • What’s important to them? 
  • Does the message target ‘pain’ and ‘gain’? 
  • Is there a clear call to action, including the relevant contact info?

Three

Get your audience ready

Every campaign will have a target audience.  Ensuring that your audience are the right people will improve the results you get from your campaign. 

There are two aspects to this:

Cleaning your data to ensure you’re not wasting money sending mail to old addresses, duplicate addresses or people who are no longer relevant.

Enhancing your existing data to ensure that your audience meets all your ‘ideal’ criteria.

This means you’ll send fewer messages – but get more engagement.

Find out about how your direct mail campaigns can give a boost. Call us on 020 8293 8550.

December 27, 2019

A marketing channel with the highest open rate in 2020

The Internet has become an essential part of our lives and today’s communications are mostly online. The appearance of smartphones and other new technology have given us the ability to communicate in many different ways.

However, not all communications online are harmless. In order to grab customers’ attention, online brands are competing in a bidding auction, spending thousands, but this doesn’t always get the results they hope for. People are overwhelmed with generic information that doesn’t engage them.

Get attention

In a constantly moving, overwhelming world, how do you get people’s attention? Think about messaging your kids, what are they more likely to read, SMS or a letter? Receiving a letter for young people is an unusual form of communication, and it is more likely they will open the letter.

According to Market Reach, 64% of people open and read material received by post on the day they receive it. Compare that to email open rates, where you’re lucky if the open rate reaches 20% – assuming the message doesn’t end up in a spam filter.

So direct mail has resurfaced as an effective marketing strategy.

Build trust

In the buzz of millions of online communications, marketers have a competitive advantage when using tangible communication methods. Receiving information on paper increases trust among your customers.

The initial investment in direct mail marketing suggests that you have faith in your own company. Your business is perceived as reliable and stable, these factors matter more to your customer than the cost.

As the entry barriers are higher than in digital advertising, the brand is perceived as more trusted. Printed communications outperform digital, especially in getting your brand remembered.

When Facebook was accused of a data breach, they chose to use a printed media campaign to regain trust. Instead of running a campaign through digital channels, Facebook decided to use a method that generates high levels of trust.

Ethical advertising

Another myth about printed communication is that it’s unethical. Environmental campaigners tell us that paperless communication does less damage to our planet. However, the print industry is self-sustainable.

According to Two Sides, more than 72% of paper is recycled. For every tree that is used for paper, another three trees are planted. Therefore, packaging manufacturers are coming back to paper materials for mass communication.

At Romax, we recycle paper, plastic, glass and metal. We are conscious not only for our resources, but we also want to save your resources. There are several ways we can help you to save your budget, but we always suggest by starting with cleaning your data, so mail only goes to genuine contacts – and they only get ONE copy.

Contact us today at 020 8293 8550 or hello@romax.co.uk to book your free data audit.

August 28, 2019

Black Friday and Christmas incentives by Royal mail

On 1 September 2019 Royal mail are launching an exciting new Black Friday and Christmas Incentive, giving you an opportunity to effectively sell more to your target audience by sending incremental Advertising Mail, Responsible Mail and Partially Addressed Mail volume during these two important shopping periods – all for as little as 12 pence per item. The increasingly popular Black Friday period is now one of the most opportune times for retailers and e-tailers to raise awareness and boost sales, and the following pre-Christmas period can then be used to drive repeat footfall or website traffic.

How does it work?

If you are running a campaign for Black Friday, let us know before 15 November, if you are planning your campaign for Christmas contact us before 13 December to qualify for the Royal Mail incentive. Once we get an approval from Royal Mail postage credits will be awarded for incremental mailings. The volume should be between 50,000 and 1 million items, and Royal Mail confirms as eligible for the incentive.

When does the incentive launch?

The posting window for the Black Friday incentive is 11 November 2019 until 30 November 2019, and for the Christmas incentive, Royal Mail are accepting postings between 11 November 2019 and 27 December 2019.

Contact us today for more information at hello@romax.co.uk or 020 8293 8550.

We will help you use your data more intelligently to produce more effective, joined-up customer communications. We are good at making difficult things feel simple and intuitive. We are excited to solve problems and always look for better ways to do things, actively striving to deliver excellence. We are here to help you think smarter to build more meaningful relationships.

October 9, 2018

Direct Marketing Tips for Age Group and Lifestyle

In a previous blog post, we talked about the relationship between a person’s age and their mail consumption, based on the study “The Life Stages of Mail” by Royal Mail MarketReach. The result shows clearly how every age group reacts to direct marketing, ranging from an ask for more information, to purchasing or other action with brands.

In this article, we review how marketing activity is based on the lifestyle of each age group.

Fledgelings – Adults living in the home of their patents – 3 Million in the UK – 52% age 18-24

It’s easy to assume that as digital natives engrossed in social activities, that Fledglings don’t engage with mail. Fledgelings generally have far fewer responsibilities than other age groups. They have the need for social interaction and digital communication tools – particularly smartphones – which are central to their lives. Not surprisingly, Fledglings spend more time online than all other media combined, however this does create an untapped opportunity for non-digital cut-through.

Some useful tips to incorporate Direct Marketing in a campaign for Fledgelings:

  • Make it clear that this item is for them, not their parents.
  • Personalised Mail and age-appropriate style with correct tone of voice lead to a higher open rate.
  • Clear call to action, help them use it by guiding them through any next steps.
  • Encourage sharing on social media and make it easy to respond to by all channels.

Sharers – Adults living in shared accommodation with other adults – 1.9 Million in the UK – 51% age 18-24

Like Fledglings, Sharers report receiving low levels of addressed mail, however, they are more likely to find mail memorable and to trust printed material more than the Internet.

Sharers are the heaviest users of unaddressed mail with 8.2% of them saying they bought or ordered something as a result of receiving unaddressed mail, 9% tried a new product and 19.8% used a voucher or coupon delivered by this method.

Tips for a Direct Marketing Campaign for Sharers:

  • Create personalised and visual mail that stands out. Reflect the life they want to live.
  • Creative, well-designed mail that matches these characteristics is more likely to cut through and build brand equity. Mail that offers them value, such as coupons for new products or experiences, is likely to be well-received.
  • Consider door drops. As young adults, Sharers are only beginning to show up on databases. But they respond to unaddressed mail, which you can use effectively for multi-person households and, if they have a response mechanism, to build profiles.

Couples – with no children – 6.4 Million in the UK – 36% age 18-34 – 47% age 35-54

Couples – like Sharers – are more likely than the sample to say they don’t know who takes responsibility for managing the mail. 22% of them visited a store as a result of receiving addressed mail, 26% bought or ordered something and 16% requested more information online.

Tips on Direct Marketing Campaigns for Couples:

  • Couples engage with their home and consider new products and services, unaddressed mail can have a significant impact.
  • Mail may take a shorter journey around a couple’s home. Mail imagery needs to be strong to demand attention and digital response mechanisms should be included.
  • Be clear about what the mail is for and what you want Couples to do with it.
  • Door drops by local businesses or localised operations of larger companies are likely to resonate.

Young Families – One or more children – 8.5 Million in the UK– 69% age 25-44

It’s no surprise that Young Families embrace mail. They begin to receive more – they start new relationships with companies, retailers, health and local community organisations – and engage with it more. More than 30% of them bought or ordered something because of receiving addressed Direct Mail, over 23% are more likely to have referred to mail whilst online and 24% are more likely to go online to make an enquiry/request for more information as a result of receiving Mail.

Tips on Direct Marketing Campaigns for Young Families:

  • As parents, they want to do the best for their children. They are especially focused on areas like health, nutrition, early years development, as well as finding value for money.
  • Young Families are often busy. Mail that simply and clearly expresses benefits and response mechanisms is likely to be well-regarded.
  • They are practical and focused on their parental roles, so content is likely to be more important than design. Clear digital response mechanisms make it easy for them.
  • Vouchers are appreciated because Young Families are often tight for money and allow immediate redemption.

Older Families – At least one child in secondary school living at home – 3.7 Million in the UK – 63% 35-54

In most areas, Older Families are above average in their actions and response to mail. They buy or order as a result of it, go to stores because of it, file it, refer to it, follow up any queries using phone or Internet, and use the vouchers it provides.

Tips on Direct Marketing Campaigns for Older Families:

  • Mail is more “communal” and often shared or displayed to be actioned or discussed by more than one family member. Content and design should recognise this.
  • Older Families may be financially hard-pressed. Value messages and offers are likely to resonate with this group.
  • Mail is used to evaluate – and evangelise – brands. Designed for parents is also seen and noticed by their children.
  • It informs and drives digital response and action. Older Families over-index on digital response channels, so mail that highlights easy-to-use digital response mechanisms are likely to be considered.

Empty Nesters – No longer have children living at home – 10 Million in the UK – 67% 55-74

Empty Nesters are more likely than previous groups to watch broadcast TV, read newspapers, and spend significantly on DIY. Without the costs and responsibilities of dependent children and relatively unencumbered with age-related health limitations, they have the money, time and energy to reward themselves.

Tips for Direct Marketing Campaigns to Empty Nesters:

  • They like longer form copy and take the time to read it – often more than once.
  • Address mail in a manner that is personal and respectful and doesn’t condescend.
  • Empty Nesters prefer to receive Mail as individuals where it empowers their ability to make choices.
  • Their children may not live at home, but Empty Nesters may feel a sense of responsibility for other adults, including relatives from the previous generation.

Older Retirees – Singles or couples with pensions or investment as an income – 6 Million in the UK

Four out of five Older Retirees agree that post is part of their daily routine, and they are more likely to say that they open mail immediately. They have the highest propensity to buy or order something in response to mail (38%) so, the opportunity to use Direct Mail to increase the campaign impact is high.

Tips for Direct Marketing Campaign to Older Retirees:

  • They appreciate a longer copy – and have the time to read it – and the more traditional rules of grammar.
  • Older Retirees tends to live off a fixed income, so mail that offers value and/or discounts will resonate.
  • Many Older Retirees may live alone, either through bereavement or the ill-health of their partner. It is important to be sensitive to this possibility.
  • Older Retirees are more likely to respond by post, but not exclusively so they use all available channels.

Conclusion

Every group has their own characteristics and responds differently to every type of direct mail and campaign. The common factors for success in a direct mail campaign relate to accurate data processing. It will allow you to reduce cost and increase ROI. A targeted campaign, both to groups and with core messages including personalised content and image will increase your ROI.

To contact the Romax Team for advice on your next Direct Marketing campaign.

September 25, 2018

Direct Mail consumption through the life stages

In our previous article we explored Royal Mail MarketReach research and looked at Correlation Between Age and Direct Mail Interaction. Now let us guide you further through the research and highlight how mail is consumed through different life stages. 

The study separates the participants by age and also by their life stage:

  • Fledgelings – adults living in their Parents’ home,
  • Sharers – adults living in shared accommodation with other adults,
  • Couples – with no children,
  • Young families – one or more children,
  • Older families – living with at least one child at secondary school,
  • Empty Nesters – no longer living with children,
  • Older retirees – singles or couples with pensions or investment as an income.

 

FLEDGELINGS – adults living in the home of their patents – 3 million in the UK

It’s easy to assume that as digital natives engrossed in social activities, fledgelings don’t engage with mail. However, 23% bought or ordered something as a result of receiving personalised Direct Mail in the past 12 months. Moreover, 38% agree they are more likely to look at mail printed on high-quality materials and 32% more likely to trust information in print than information on the internet. Although, they are more likely than older groups to respond digitally than by post or the phone.

“Lauren received a catalogue from Capital Hair and Beauty which she shared not only with her friends but also her Nan, who tends to purchase in store.”

 

SHARERS – adults living in shared accommodation with other adults – 1.9 million in the UK

Like Fledgelings, Sharers report receiving low levels of personalised mail. Many utility companies may send information addressed to the landlord or only one of the roommates, so they receive few bills or statements. For the same reason, 49% more likely to feel reassured about the sender’s service or product as a result. As well as, 45% more likely to find mail memorable and 75% more likely to buy or order something as a result of door drops.

“I do like getting the Chelsea magazine. It’s glossy and does have some interesting articles in it. So, I tend to keep it around the living room for a week or two.” John.

 

COUPLES – with no children – 6.4 million in the UK

Couples, as well as Sharers, are more likely to say they don’t know who takes responsibility for managing the mail. 22% of them visited a store as a result of receiving personalised mail. And 26 bought or ordered something and 16% looked for more information online.

“I received a booklet from estate agents: a property magazine, and I actually bought my house from the info that it was advertised with – off plan – and I got quite a good deal.” Stephen from Manchester.

 

YOUNG FAMILIES – one or more children – 8.5 million in the UK

It’s no surprise that Young Families embrace mail. They begin to receive more – they start new relationships with brands, retailers, health and local community organisations. More than 30% of them bought or ordered something because of receiving personalised Direct Mail. More than 23% more likely to have referred to mail whilst online and 24% more likely to go online to make an enquiry/request for more information as a result of mail campaign.

Greg and his wife have two young children. Like others, Greg thought he had very little interaction with mail before keeping his diary, but this proved to be inaccurate. Among the items he looked at and responded to were: an appointment for a flu jab for one of his children, a door-drop for a local guttering company which he enquired about online and then phoned to book, and a voucher for H&M which he shared with his wife and filed for online purchase, among others.

 

OLDER FAMILIES – living with at least one child at secondary school – 3.7 million in the UK

In most areas, Older Families are above average in their actions and response to mail. They buy or order as a result of it, go to stores because of it, file it, refer to it, follow up any queries using phone or internet, and use the vouchers mail provides.

27% bought or ordered something upon receiving personalised Direct Mail. Moreover, 52% used a voucher they received in the mail, 39% have kept mail they received, and more than 30% more likely to say that advertising helps them choose what they buy.

“I like the occasional new season brochure from Boden/Hush as I like their clothes… brochure is good to bookmark pages but if I buy it’s almost always online. I like the content… nice quality clothing always photographed well.” Heather, London

 

EMPTY NESTERS – no longer living with children – 10 million in the UK

For 72% of Empty Nesters opening the post is part of their daily routine, on average they spent 18 minutes reading it. 26% bought something because of Direct Mail and 32% renewed a subscription to a product or service as a result of receiving mail.

“A brochure from Cotton Traders a few years ago tempted me to send off by post for clothing and shoes… I have since transferred to online ordering from Cotton Traders which I do fairly regularly.” Jackie, Manchester.

 

OLDER RETIREES – singles or couples with pensions or investment as an income – 6 million in the UK

They have the highest claimed viewing of TV and the lowest claimed usage of online from all age groups. Older retirees are the group which most keep mail for reference – 43%. 32% of them say they responded to mail in the last year and 72% like receiving mail if it is relevant to them.

To see where they’re going (cruise brochure)  “… And then I did go on their website to look into it from that. But actually, having it in the catalogue, it’s easy to show anyone I want to show it to – where I’m thinking of going.” Dorothy, Lancing.

 

 

 

Source, the life stages of Mail.  Royal Mail MarketReach, June 2018.


Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank CentreDKMSand PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550

 

Contact Us

September 18, 2018

Correlation Between Age and Direct Mail Interaction

In the age of digital marketing, there are some questions about how digital natives respond to direct mail, how a consumer’s experience of mail affects the way they respond. And which groups are more likely to respond by mail or telephone, among others. The study “The Life Stages of Mail” by Royal Mail MarketReach responds to these questions and now we will reveal it to you.

 

The study separates the participants by age and also by their life stage:

  • Fledgelings – adults living in their Parents’ home,
  • Sharers – adults living in shared accommodation with other adults,
  • Couples – with no children,
  • Young families – one or more children,
  • Older families – living with at least one child at secondary school,
  • Empty Nesters – no longer living with children,
  • Older retirees – singles or couples with pensions or investment as an income.

 

Mail Engagement Across Age and Life Stage

The study shows that there are similarities between all age groups in terms of how direct mail is perceived.

The research on a mail quality shows that improvement could be done towards targeting of the younger generation. Young adults perceive mail as information that is harder to get and mail doesn’t grab their attention as good as other age groups.

 

In the Royal Mail ReachMarket study “The Private Life of Mail”, it was asked to agree or disagree with the statement “I prefer to read on paper than on screen”. No clear trends were indicated.

The neuroscience research proved that there was no indication that age significantly affected the importance of tactility in encoding or responding to printed material. Moreover, young people were more likely to register a higher level of emotional intensity to mail.

The most notable finding was that younger respondents tended to be more likely to indicate emotional responses to the mail they valued.

How mail impact on response rates

Also, this is probably the most frequent question that we’ve been asked. The study shows that the response channel used by any individual would be based on the technology that each age group was most familiar with. Thus, the oldest people would prefer communication being received by post than the other groups; the older middle-aged would be more likely to prefer the phone conversation; the younger middle-aged would prefer to receive message via PCs or laptops, and the youngest adults would – stand out as the group who were most likely to use mobile devices. Great news that the 15-24 age group enjoys receiving a message by post more, than the 25-34 age group. Such figures prove the revival of direct mail.

The study divided the method of response to mail in the following way:

Royal Mail MarketReach also shows how often different age groups buys or orders something from direct mail campaign over a year.

The category with higher response rate was unsurprisingly the use of mail as a Voucher (49%), following by the Kept For Reference (36.7%) and Bought or Ordered (26.7%) in third place. Moreover, young families have higher response rates in all the categories.

 

 

Direct mail becomes popular more than ever. Especially use of mail noticeably higher with younger age group than with millennials. In our next article we will further explore Royal Mail MarketReach and analyse the mail consumption through different life stages.

But before than plan your direct marketing campaign with us. Contact us to get a free quote today!


 

Source, the life stages of Mail.  Royal Mail MarketReach, June 2018.


Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank CentreDKMSand PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550

 

Contact Us

June 12, 2018

10 guidelines for direct mail A/B Testing – part 1/2

This is the first of a two-part series on the topic of A/B testing for Direct Mail.
Part 2 Covers: Direct Mail elements that you should test and optimise.

The long-term benefits of continuous A/B testing in continuous improvement. A few small tweaks to artwork, mail format or a call to action can significantly improve the response rate and campaign ROI. An A/B test should be based on testing one variable at a time, such as an image (woman v/s man,) colour, or call-to-action. If you have enough data files, you can implement a multi-variable test.

HINT: A test that does not provide the initial desired results is not a failure, it is the first stage of an improvement process. Better to get less than expected results on a test rather than going full throttle on a campaign!

Whether you are testing one or multi-variables, you must prioritise the test variables to maximise the results. The Kissmetrics and HubSpot eBook “An introduction to using A/B testing for Marketing Optimization” details 10 Guidelines for Effective A/B Testing, that we have adapted for Direct Marketing Communication:

1. One test at a time

You cannot test an offer to a new audience, at the same time test a new print format and alter the usual landing day for your Direct Mail communication. Then sensibly measure the impact that each had on the success or failure of the campaign. How do you know which change most influenced the response? If you test one change at a time, you’ll have better metrics to draw conclusions from to adapt future campaigns.

2. One variable at a time

Only change one element of your direct mail communication to test its impact. For example, change the image only, not the image and the copy.

3. Test minor changes, too

It’s worth remembering that small changes can have a big impact on your response rate. Switching the colour of your call-to-action or a slight copy amend can improve performance.

4. Test the print format

Changing the format of your mailing without altering the copy or offer can both increase return and reduce cost. Remember, this is a test so a straight 50:50 split across is wise. Your print provider will be willing to help with various formats as part of an ongoing strategy to help your DM be a success.

5. Measurement

Direct Mail is part of your whole marketing mix, so, you must consider how you are to measure your DM brings, what will be seen as a successful campaign? Website traffic, click through rate, sales conversion rate, lead? Are those leads responding to mail producing a higher conversion rate than those sent just email communication?

6. Set up controls

In any experiment, you must have the original version (Control) and create an alternative (Test). You compare results from the Test against the Control to see if the test produced comparably better or worse results. When setting up the test and control, all parameters including data segmentation should be the same EXCEPT for the one parameter that you are testing for.

7. How do you decide what to test?

List a series of key metrics that you want to test. How could they impact your marketing and business goals? How difficult is it to implement?

HINT: When starting out- start simple. Simple adjustments are often the best and easiest to make, and can produce improved results without large cost.

8. Split your sample group randomly

You need to test audience that is equal. Testing one variable on Millennials and Baby Boomers at the same time isn’t a good idea.  Because may cause large differences in response rates. At least that you want to compare the performance of the same message/artwork, so you get clean results based on their profile and nothing else.

9. Conduct tests simultaneously

When comparing your test campaigns against a control campaign, you must run the tests at the same time. External economic or environmental influences can affect campaigns so the door-drop day must be at the same time.

HINT: Have you tried varying the ‘door-drop’ day of your campaign without altering other parameters to see if this makes a difference?

10. Decide on your significant success parameters (targets)

Which version will it be the winner? Before you begin your test, think about how significant your results should be before you to decide that changes should be made to your Direct Mail Communication. Set the statistical significance goal for your tests. e.g. what results above normal, would drive change.

Conclusion

Testing and optimising your Direct Mail is essential to the continuous improvement of your marketing ROI. It will only give you statistically reliable results if you follow strict controls during testing. At Romax, we help our clients to plan their direct marketing communications and readily implement A/B testing. Ask our Client Service team for advice about how you can implement testing in your next Direct Marketing campaign.

Resource: 3betmedia, Kissmetrics, HubSpot An introduction to using A/B testing for Marketing Optimization,

Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank CentreDKMSand PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550.

April 23, 2018

Top 5 Reasons to Use Direct Mail

Written by Nilda Cerna, Marketing Manager.

 

Consumers are constantly exposed to a series of digital advertisements and communications, according to “Direct Mail an opportunity to Grow” a study by Xerox, an individual receives 100 emails per week on average and 16 direct mail per week. Moreover, Royal Mail MarketReach in their “It’s all about Mail and eMail” point out that 51% of emails are deleted within two seconds and 56% of consumers say mail grabs their attention. Check out our 45 Facts about Direct Mail. Therefore, the opportunity for Direct Mail is massive.

You can use direct mail at different stages of your marketing communication, to achieve different goals, from lead generation, acquisition, retention, reactivation and referral. You must know how to measure your direct mail, in order to track responses and calculate your campaign ROI.

If you have some questions about launching a printed communication campaign, you may find answers below.

 

Top 5 Reasons to use Direct Mail

 

  1. Stand Out From the Crowd

The saturation seen in online advertising makes finding other channels and resources to stand out a critical one. Direct mail brings you versatile options such as a letter, postcards and catalogues amongst others. Have you kept your IKEA Catalogue for the whole year? Have you bought a product either online or in the shop just because of what you have seen it in a catalogue? This is the impact and opportunity that direct marketing and your company can’t miss out on.

The 2018 JIC Mail Report confirms that the average household receives about 1.3 pieces of direct mail per day. If we compare this figure with the one hundred digital impacts on average, there is still plenty of space for DM.  The report also reveals that over the subsequent twenty-eight days since delivery, individuals are still opening and reacting to their mail.

 

  1. Brand Awareness

When people touch things, their brain suggests some ownership over them, this tactile imprint is one of the reasons that printed communication helps to place your brand in your clients’ mind through the power of touch. Furthermore, a research from Millward Brown confirms that, when a person is exposed to multiple digital formats and paper communication, the brand depicted through print is more highly-valued in comparison with electronic marketing.

A Sappi research concludes that people who assess brands purely on the way they were being promoted (high-quality paper versus cheaper paper and online) they found they were three times more likely to recall the name of the brand on quality paper and were more impressed by that brand.

According to the Private Life of Mail, Royal Mail MarketReach study, 60% of people say that Direct Mail positively reminded them about a brand or company.

  1. Increase Loyalty

With fake news proliferating everywhere, the role of printed communication to deliver both, trustworthy brand messaging and to drive loyalty is vital. Sending a piece of direct mail brings your client a sense of seriousness and integrity about your business, for caring about them and for the money invested by them in your brand. 55% of the people feel that Mail gives them a better impression of the company.

Furthermore, if you send a targeted communication, utilising appropriate data, including their name, products acquired, local offer, image personalisation, among others printed personalisation, which helps to increase loyalty compared with your competitors.

Sappi also suggests that print benefits from “the endowment effect”, which is our tendency to value things more because we own them.

 

  1. Increase Sales Either for Retention or Activation

The acquisition isn’t the only goal for a marketer, how to keep your client using your services and products is extremely important.  Direct Marketing, both alone or combined with a digital campaign can help to increase sales up to inbound and outbound, but, the part of if you are working on a niche, or you just want to

If you operate in an e-commerce business, promoting your online service or product or you have an app, you should know that 87% of people were influenced to make an online purchase and 43% of people download something from a website as a direct result of receiving Direct Mail.

  1. Reactivate Customers Who Haven’t Transacted for a While

All businesses have a high percentage of prospects and clients who have completed a sign-up a form, requested a quote, downloaded an app, but you never hear from them anymore, it’s likely that they also put your emails in the junk folder.

A piece of Direct Mail helps to remind the prospect of your brand and services.

 

 

Source: Direct Mail an opportunity to Growth, Xerox. Print Power magazine spring 2017, Royal Mail ReachMarket.


Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank CentreDKMSand PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550

 

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February 20, 2018

The value of membership marketing

Membership marketing

Membership marketing is when an organisation starts a membership programme with the aim of generating additional income, generating leads, and/or achieving other organisational goals. In other words, a membership programme is designed to offer clear benefits to the members over a specified time period in exchange for something of value to the business i.e. subscription fees, engagement, sales opportunities, etc.

The membership process generally comprises three basic stages: acquisition of new members,  providing value to the members and renewing their memberships plan. Each stage is usually broken down into sub-stages, and each one of those is aligned to specific types of communication.

Membership marketing impact on businesses

Membership marketing offers businesses some very powerful benefits. One of the biggest is that it helps you secure a regular, predictable income, which is key to creating stability and growth. Another major benefit is that, since people love to be part of something, it earns loyalty; and having a base of loyal members is a great starting point for launching and marketing other profitable goods or services – essentially it gives you a database of warm leads. It can also lead to wider brand exposure since many members will spread the word for you.

How to get it right

Firstly, you need a clear idea of how it fits into your general marketing strategy. What do you want to achieve? More revenue? More engagement? More sales or bookings? Once you know what your objectives are you can then design your membership programme around them.

The next stage is understanding your target audience. Who are they? What makes them tick? What problems do they need to solve? This knowledge is essential for making decisions about what to include in the membership.

Then you need to design the membership communication cycle. At Romax we suggest there are five stages in the cycle:

  1. Welcome pack
  2. Activities
  3. Newsletter, Catalogue or Magazine
  4. Unexpected Content
  5. Renewal letter.

Each stage should have well-crafted communications that help you bond with members, deliver value and encourage continued membership. This can mean a lot of specialist work, which is why many businesses partner with marketing firms like Romax who first help you plan the cycle, and then use their specialist resources to produce high-quality content both in print and digital media.

This type of service also helps you measure results and then use the data to improve the programme.

It’s worth noting that some firms choose to focus on digital communication because it’s cheaper and easier to analyse. However, the online market is heavily saturated and many people are suffering from email fatigue which lessens the impact of digital communications. So, to get ahead, many businesses are opting for traditional print media because its tangibility offers something real, that is, something tactile for the member and that in turn strengthens the brand perception.

Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank Centre, DKMS and PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550.

February 14, 2018

Webinar | 20th February | 1 pm

February Live Free Webinar

“Boost Your Membership Programme”

To make your Membership Programme a real success, you need to truly understand and engage your members through conversation on media platforms of their choosing.

Learn what works best to welcome members and ensure that they both benefit from their membership whilst increasingly supporting your organisation.

From the live free webinar Boost Your Membership Programme, you will:

  • Understand how to interact with members across all media types at the right time to suit them
  • Improve your chances of early and increased renewal
  • Be introduced to techniques aimed at increasing member spend
  • See how to successfully boost your membership

DETAILS

Webinar: Boost Your Membership Programme
When: Tuesday 20th February 2018
Time: 1 pm GMT (30 min duration)
Host: Robin Sumner, Managing director Romax Marketing & Distribution.

Romax Marketing & Distribution provides a wide range of services in Membership Communication Services.  We work with membership organisations such as DMKS, Southbank Centre, V&A and PlusNet.

February 8, 2018

5 Successful Valentine’s Day Direct Mail Campaigns – Results included

Despite that people think Valentine’s Day is becoming too commercial, in the UK consumers spent £987 Million on gifts and cards in 2017, according to GlobalData retail.

Anish Dosani, Retail Analyst for GlobalData, remarks:“While we expect there to be an increase in consumer spending on Valentine’s Day this year, the more general lack of interest in the occasion means that retailers are going to have to work even harder to drive sales and win this spend.”

Think outside the box

To stand out from the crowd on Valentine’s Day, marketers must use innovative communications and explore new marketing channels. With the rebirth of Direct Mail and the significant neurologic impact mail has on the recipient, which beats email in multiple aspects incorporate a piece of physical mail in your campaign increase is a must.

If you think that Valentine’s Day is for retailers only, let us show you five successful direct mail campaigns in Charity, Telemarketing services, food and Postal services, which combine different direct marketing approach to increase brand awareness, donor’s registration and sales.

1. The Organ Donor Foundation.  21.3% increase registrations. Postcard.

The campaign aimed to raise awareness for the foundation through a cost-effective registration drive.

Pictures by Gary Steele.

“Valentine’s Cards” were sent to music artist and celebrities, placed on display stands at leading newsagents and flowers shops.

Pictures by Gary Steele.

Campaign Result

The Organ Donor Foundation receive a massive 21.3% increase in registrations, in two days with a cost of less than £450. The campaign was created by Gary Steele and received multiple awards, such as 1 Media Lion at Cannes Advertising Festival and 1 Silver at Sunday Times Awards.

2. PostNL. A kiss for a stamp. 100% increase in paid Valentines mail. Postcard.

PostNL, the Dutch postal company, wanted people to reconnect with real mail, to activate people to send more postcards.

The day before Valentine’s Day all Dutch people could send their Valentine cards with a kiss instead of a stamp! The campaign was promoted four days before Valentine’s Day by one PR and a few tweets and a video explainer.

Campaign Result

The campaign caused an online tsunami with a huge response:

– Almost four times as much Valentines mail was sent
– An increase of 100% in paid Valentines mail (with stamp)
– The brand values of PostNL showed the highest increase ever.

3. CATSA. A false valentine’s day. 27% appointments. Direct Mail.

CATSA, a telemarketing services company that generates interviews for its sales force. So, during February, they sent a natural rose in a box with a card explaining the fact that on Valentine’s Day Graham Bell made his invention official: the telephone. To generate surprise, no one received it on Valentine’s Day.

Image source: Coloribus.

Campaign Result

The result was impressive for a very competitive sector. 56% remembered the campaign and 27% arranged appointments.

4. Hellmann’s: 1,0561 unique store visit (56% engagement.) Cross Media.

Source: Coloribus

Hellmann’s is an iconic brand, but mayo is not a top of mind category.  Hellmann’s needed to attract a new younger base. They want it to remind them why Hellmann’s has been and always will be No.1.  The creative agency in charge of the campaign also knew women were in desperate search of a clever, relevant way to show their affection on Valentine’s Day.

The solution was to position the sandwich made with real, authentic Hellmann’s as an object of desire that is the sure way to your man’s heart.  The company created a sandwich delivery service, 1800sandwich and launched it for Valentine’s Day. Hellmann’s used street teams, direct postcards, and posters to drive consumers to the 1800sandwich website. Users could then choose between 3 signature mouthwatering Hellmann’s sandwiches to be delivered to unsuspecting men for lunch on Valentine’s Day.

Campaign Result

With a small budget and only flyers and posters, they reached approximately 1,800 people. Effectiveness exceeded expectations, they engaged 59%of the audience with 1,061 unique visits.

Furthermore, the campaign had an amplified exposure due to the unsuspecting male receiver, it caused a spectacle in every office. The prediction of the amplified the exposure of every sandwich by at least 5 people. Sandwiches sold out within 6 hours of the site going live.

5.  Ford Spain. Leaflet – Door Drops

The night before St Valentine’s day, we left 12,000 breakup letters on cars that were 10 years old or more. In these letters, we encouraged owner-drivers to break off their stale and decaying relationships with their old cars and to fall in love with a Ford.

Results:

By means of social media and telephone response and other digital media, we reached 40,000 people and made them aware of this action.

Blog post written by Nilda Cerna, Marketing Manager.

Sources: Verdict, Statista, lbbonline, Coloribus.

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Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage, Membership Communication Services and Marketing Consultancy.

 Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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January 31, 2018

2018 Direct Mail Facts & Figures – JICMAIL Report

2018 Direct Mail Report

 

The JICMAIL, a Joint Industry Committee set up to represent clients who use mail and the industry that delivers it, have just launched their 2018 Direct Mail Annual ReportNew Currency for Mail.”

Over a 3 month period, JICMAIL tracked the mail activity of around 1,000 households. Participants recorded via an App the mail they received each week and subsequent actions taken by them or anyone in their household, as a result of receiving the mail, for three further weeks. The currency was supported by a face to face Omnibus survey and an online survey.

 

What do UK Consumers do with Their Mail?

Over the subsequent twenty-eight days they are still opening their mail.

 

To capture details on all mail coming into the house and understanding what happens with that mail it was decided to capture everything received. This gives us data to understand the different exposure to reach and frequency for different types of mail.

 

  1. Advertising Mail

This can effectively come from any sector from a Supermarket to a Financial or Services Business.  It is classified as addressed mail if it clearly contains information about products and services, or an offer that drives recipients to the web.

1.1 Addressed Mail

Addressed Mail is an item of mail addressed to an individual in the household. The type of mail piece to qualify as AM must be a letter, catalogue or leaflet/flyer addressed either to the householder, someone else in the house, to the “occupier,” or someone else who doesn’t live there.

The report concludes that with addressed mail:

  • 57% opened it when it just arrived and 20.8% open it within twenty-eight day period
  • 48.5% read/looked/glanced at it and 23% within twenty-eight day period
  • 26% threw it away/recycled
  • 24% put aside to look at later
  • The average household receives 1.3 items each day
  • The presence of children increases the number of items of addressed mail received – 1.45 versus 1.25
  • ABC1s receive significantly more addressed mail than on average at 1.46
  • Women are 16.7% more likely than average to be exposed to addressed mail
  • The average frequency (re-visited) across addressed mail is 4.2
  • Letters do command a higher frequency than catalogues or “partially” addressed mail
  • Leaflets and flyers are revisited 3.6 times.


 

1.2 Door drops

These are items which do not have an address and are not addressed to a “householder” or “occupant”. Again, of course, they can come from any sector and can be from any sender.

The report concludes that the door drops:

  • 60.5% read/looked/glanced at it
  • 85% threw it away/recycled
  • 16% put it aside to look at later
  • The average  frequency for door drops is 3
  • The top ranking frequency is for information about entertainment or activities
  • Having children in the household does not significantly increase the number of unaddressed items received but age and social grade do
  • Younger respondents (aged 16-24) receive significantly fewer items of door drop at 0.55
  • ABC1s receive significantly more than C2s at 0.66 and DE at 0.70.

  1. Business Mail

Business mail can come from any sector but it must contain a financial information, statements, bills, notification or reminder rather than an advertising message. Business mail is not a key focus for this study but we have included a section on business mail in order for planners to be able to understand the reach and frequency of customer communications which is what this portion of mail includes.

The report concludes that for Business Mail:

  • Reach for business mail is the highest across all mail categories at an average of 1.2
  • It is least likely to be shared when the letter is addressed to the household coordinator, but still will be shared with a reach of 1.1.
  • Frequency is highest in those categories where it is personally addressed either to the household coordinator or to someone else in the house the household co-ordinator then passes it on to
  • Business mail frequency is highest for Utilities at 5.4.

 

What Mail is Received and When?

 

Want to know more? Download the full report:

Source: JicMail.co.uk.

The blog post was written by Nilda Cerna, Marketing Manager Romax Marketing & Distribution.

 

 

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Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage, Membership Communication Services and Marketing Consultancy.

 Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

 

Contact Us

 

 

January 16, 2018

[Webinar] 5 Successful Strategies to Improve Your Membership Programme

Free Webinar: 5 Successful Strategies to Improve Your Membership Programme

24th January 2018 | 1 pm GMT

To make your Membership Programme a real success, you need to truly understand and engage your members through conversation on media platforms of their choosing.
Learn what works best to welcome members and ensure that they both benefit from their membership whilst increasingly supporting your organisation.

From the live free webinar 5 Successful Strategies to Improve Your Membership Programme, you will:

  • Learn how to achieve instant engagement through rapid and engaging content
  • Understand how to interact with members across all media types at the right time to suit them
  • Improve your chances of early and increased renewal
  • Be introduced to techniques aimed at increasing member spend
  • See how to successfully grow their membership

 

When:  TOMORROW Wednesday 24th January 2018
Time: 1 pm GMT
Host: Robin Sumner, Managing Director Romax Marketing & Distribution.

 

 

Romax Marketing & Distribution provides a wide range of services in Membership Communication Services.  We work with membership organisations such as DMKS, Southbank Centre, V&A and PlusNet.

December 7, 2017

3 Common Direct Marketing Mistakes to Avoid

Written by Nilda Cerna, Marketing Manager at Romax Marketing & Distribution.

Direct Mail is here to stay. With the recent re-birth of printed communication, due to both, new print technologies and the ability of digital print to provide true personalised communication, the inclusion of direct mail in your overall campaign is a must.

As an experienced digital marketer you probably already send thousands of email marketing communications with great results, but, do you use the same knowledge when sending direct mail? You must of course, at Romax we advise our clients on how to avoid the following common and biggest mistakes and help you incorporate industry best practice, both, to increase the impact of the mail piece – and your ROI – aiming to reduce the cost associated with print and postage.

Mistake 1: Not targeting – Sending the same communication to everyone

You have different types of clients, therefore, you must send them communications that contain a specific incentive or added value content specifically for them. Adding an image that represents your target group, or shows them activities associated with their member status, or product which matches their preference. Not using segmentation to drive your marketing campaigns from your data reduces the chances of higher returns on your marketing spend.

Consider this – do charities ask for the same donation amount or do they consider the affluence of their donors when suggesting a donation would you ask the same donation from an apprentice as a company director?

As a marketer, you are already targeting every time that you send an email to a group that has certain characteristics such as demographics, previous purchase history, the average spent or another variable. In Direct Marketing you must do the same.

Sending a targetted communication helps to increase: the odds of response, sales and membership renewals and will improve your campaign ROI. Sometimes you just need to change the colour of your communication. Did you know that men prefer bright colours and women soft colours? Furthermore, men tolerate chromatic tones (black, white and shades of grey) more than women.*

direct mail direct marketing

Mistake 2: Not personalising your communication

Tailoring the communication to each target individual is a must, therefore personalising is essential. By not doing it, you are missing an excellent opportunity to influence your client or member in your direct marketing communication.

Not convinced? The evidence shows that 51% of people are less likely to open a piece of mail if it is addressed it to “the occupier.

But, exactly what does personalised direct marketing mean?

You can send the same message to the target group – example millennials – but the personalisation will include:

  • Their name
  • Include  details about their last purchase (or their likely next one if you use an algorithm to predict it)
  • Mention their nearest store according to their postcode
  • Adding a specific text for this client, for example, based on their gender or income
  • Making suggestions on purchases based on their previous purchase history
  • Including your client’s name in a picture!

The personalisation options are many and help you to both increases your brand’s recall and your campaign ROI.

emma

Mistake 3: Not using Data Management services

We split this practice into two areas: Data Management and Data Profiling.

3.1 Data Management 

Did you know that in 2012 more than 2.3 million households moved and nearly half a million people died in England and Wales? Furthermore, in the same year, more than 100,000 new businesses were created. Your data will, therefore, become outdated and incorrect in a very short space of time, unless you constantly update and adhere to good data cleansing practice.

Moreover, In the UK more than 20 million items are mailed every month that are incorrectly addressed, costing an estimated £200M to £300M per year. How much of your communication is “returned to the sender” because of that?

How to avoid it? Using the cleansing services of a direct marketing company such as Romax Marketing, to remove the incorrect contact details and manage the return mail.

3.2 Profiling 

As a marketer, you have worked a lot on creating your client database perhaps using landing pages, online ads amongst other tactics, which is an excellent way to grow your business. But when you want to send them a targeted printed communication, you realise that you haven’t asked enough information to create a good database, probably holding just a name, email and address if they already bought you, and little more.

If you would know that your client is in the top salary range, would you send them Valentine’s weekend promotion in a bargain hotel or an exclusive resort?

Knowing that you can profile your database, to avoid this mistake, is an essential part of direct marketing.  The more information about your client that you have such as gender, age range, civil status, income range, the better your targeted printed communication will be and as a result, you’ll experience an increase in your average purchase value.

*Source: Gender and Colours infographic, KissMetrics, 3Bet Media.

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Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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November 21, 2017

45 facts you should know about direct mail

Written by Nilda Cerna, Marketing Manager at Romax.

Mail addresses

  1. 30% of people are less likely to open a piece of mail if their name is spelt incorrectly1
  2. 51% of people are less likely to open a piece of mail if it is addressed it to “the occupier1
  3. 31% of people are less likely to open a piece of mail if they don’t know who it is from1

Mail perception

  1. 78% of people consider valuable or interesting,  mail related to retail and 40% of valued mailings combined information and advertising 2
  2. 85% of the useful and/or interesting pieces of mail that were selected by respondents were from brands with which the individual currently had a relationship 2
  3. 60% of people say that mail kept product/service top of mind 2
  4. 58% of people say that mail made them think about using a product or buying from a brand reminded about a brand or company 2
  5. 60% of people say that direct mail reminded them about a brand or company 2
  6. 56% of consumers say mail grabs their attention 3
  7. Mail is seen as a medium of authority, so people still prefer to get bills and statements in a physical form 
  8. Only 28% of people consider receiving direct mail ads of promotion extremely negative, compared with the 76% for telemarketing calls, 63% for pop up online advertisement and 48% for auto-playing online video advertisements. 4

Mail and business

  1. Advertising mail is kept for 17 days on average3
  2. The average response rate for direct mail is 24%2
  3. Direct mail holds a 43% share of total retail advertising.4
  4. 43% of people download something from a website as a direct result of receiving direct mail 3
  5. 54% of people engaged with social media as a direct result of receiving direct mail 3
  6. 86% of people connected with business as a direct result of receiving direct mail 3
  7. 87% of people were influenced to make an online purchase as a direct result of receiving direct mail 3
  8. 92% of people driven to online or digital activity as a direct result of receiving direct mail 3
  9. 43% “liked” the mail sender’s Facebook Page3
  10. 24% followed a mail sender on Twitter3
  11. 25% followed the mail sender on other social media sites 3
  12. 36% shared the mail information with friends via social media 3
  13. 50% of people downloaded the mail sender’s app 3
  14. 51% of people in the UK prefer to be contacted by mail and only 35% preferring email when being sent ‘sensitive or confidential account information.5
  15.  40% of direct mail contained a combination of account information and advertising, 35% only account information and 25% only advertising3.

Mail and email

  1. 96% of consumers have unsubscribed from receiving emails. The top reason was the sheer volume of emails they were receiving from a company.3
  2. The average mail response increase to 25% if it is combined with email4
  3. 70% of people say “I feel that I receive too many emails3
  4. 51% of emails are deleted within two seconds3
  5. 63% of people prefer to read brochures and catalogues in printed format compared with the 21% who prefer digital 3
  6. 62% of people prefer a physical welcome pack compared with the 23% who prefer digital format 3
  7. 13% more consumers visited a sender’s website after adding mail to the marketing mix 3
  8. 21% more consumers made a purchase after businesses added mail to the marketing mix 3
  9. 35% more consumers redeemed coupons or vouchers after marketing adding mail to the marketing mix 3

Mail and data management

  1. In 2012-13, 2.3 million households had moved into their current accommodation in the previous 12 months6
  2. There were 499,331 deaths registered in England and Wales in 2012. 7
  3. There are over 5.9 million records on the MPS suppression file – with around 19,000 new records added each month8
  4. 102,000 new businesses were registered in 20129
  5. There were more than 4,500 UK business name changes per month in 201310
  6. In the UK, more than 20 million mailed items are incorrectly addressed every month, costing businesses an estimated £200m to £300m per year11

Mail delivery

  1. 94% of First Class mail arrives next working day12.
  2. 92% of mail through downstream access operators arrives within two working days12
  3. 99% of Second Class mail arrives within three working days12
  4. 96% of Economy class arrives within four working days12

Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. 

Contact us: hello@romax.co.uk, +44 (0) 20 8293 8550

Sources:

    1. BMRB Research 2011, sponsored by Royal Mail
    2. The Private life of Mail, Royal Mail MarketReach, 2015
    3. It’s all about Mail and Email, Royal Mail MarketReach, 2014
    4. HubSpot Global Interruptive Ads Survey Q4 2015 – Q1 2016
    5. Mail in Uncertain Times, Royal Mail Reach Market study, August 2017
    6. English Housing Survey Headline Report 2012-13
    7. Office of National Statistics
    8. mpsonline.org.uk
    9. Department for Business Innovation and Skills
    10. Companies House – Statistical tables on companies’ registration activities 2012-13
    11. DMA/Axiom whitepaper Reaching more consumers with certainty, 2011
    12. Advertising mail guide, DMA, 2017

October 11, 2017

5 reasons to introduce more printed client communication

Written by Nilda Cerna, Marketing Manager at Romax Marketing & Distribution.

 

In business, there are a series of strategies to build loyalty from your clients and prospects. There are companies which include loyal programs to encourage their customers to reach goals, such as an amount of points collected, to receive discounts or other benefits. Moreover, they also know their purchase behaviour and help to target and promote products suitable for them and reduce excessive printed membership communication.

Likewise, arts and other organisations have implemented membership schemes, which allows them to segment their offer depending on the type of level chosen by the member.

The result of this segmentation is a series of targeted communications that might have to be released at different times throughout the month, dependent on when the customer or member joined, their member status, their associated benefits, renewal state or when they should receive their monthly bill or magazine.

Whilst sending the same generic communication, across both digital or printed mediums, to all the clients and/or members is common practice because it is ‘easy’, it does little to further engage the member with your brand or helps you to increase engagement. The consequence is a lower response ratio, less loyalty and fewer renewals.

Undoubtedly, printed communication has an important role in marketing strategy. Research confirms how physical advertising and communication is more successful because it is more readily absorbed by the brain, involving more emotional process across multiple senses, not just sight. As a result, it produces more brain responses which help to reach a brand recall 70% higher than digital communications.

Here you have 5 reasons to introduce more printed client communication:

  1. Increase your client’s satisfaction – Welcome pack

Email open rates are around 20% depending on the industry, according to Royal Mail MarketReach, 83% of people read and 69% interact with a mail with information update. Furthermore, as soon as your client or member receives their loyalty or member card in a neatly presented welcome pack, the likelihood that they will buy a further product or participate in an event increases significantly: 97% of people were influenced to make an online purchase as a direct result of receiving mail.

  1. Personalised printed communications increase sales

Personalisation is crucial in your communication and with printing, you can achieve better results. A targeted letter is more than “dear name”, if you want a big impact, you must include variable printed communication that utilises alternative text and images for every target group within your campaign.

 

For example, charitable organisations used personalisation to request a different amount of donations according to each donor’s annual income, which is obtained by profiling the database. This targeted communication made a big impact on their funding campaigns.

 

The Salvation Army received on average £22.53 via mail compared with the £2.08 with paid search.

Personalised printed communication helps to increase the number of sales, the value of each purchase and influence renewals within a loyalty programme.

At Romax Marketing & Distribution we use software that matches each record that you have in your database with the correct content collateral. Clients such as the retailer Emma Bridgewater use it on their catalogues and other communications because it increases their campaign ROI.

 Increase the client’s renewal target and ROI

It’s a fact that a physical targeted communication has a greater impact than an electronic one alone, but, when we talk about the annual membership renewal, the combination of targeting and printed communication makes a big difference.

Using mail in a campaign can increase the ROI by 27% and 40% for sales and acquisition respectively, according to Royal Mail MarketReach.

  1. Printed Membership communication management optimises the overall process

Sending a print communication takes time: preparing it, proofing, printing and then sending it. Add to that managing the returns/response. If you have, for example, nine types of different members – or clients, and every one of them has a different level, benefit or list of products, that can be 30 different types of text alone. Automating the process will reduce time on proofing and pre-press and shorten the time it takes from a member joining or a new client signing up until they receive their welcome pack.

Managing the communication with a direct marketing supplier, set up on with an automated workflow to service the requirements for your member or client, which includes, variable text, images and whatever you decide is crucial content. You only have to upload your member/client database and they prepare, proof and send your communication to your client, releasing you and your team to focus on acquisition rather than administration.

The amount of time saved is massive with a high impact on your brand and productivity.

  1. Outsourced printed membership communication management saves money on postage – £30,000

Discounts for volume is something that can help you save a lot of money. At Romax we work with many membership organisations, reducing their postage costs substantially for both UK and Overseas postage.

By making recommendations to Sadler’s Wells we demonstrated an average saving of £7,500 in postage alone for every brochure season mailing, that meant an annual saving of over £30k.

Of course, the discount depends on multiple factors such as the type of letter or welcome pack, weight, volume, etc. but we are here to help guide you through that complexity.

If you are still not convinced about outsourcing your communication management, then challenge us to see how Romax can help you to manage your clients and/or member communication better. With our 20 years of experience supplying personalised printed communication services for organisations such as Southbank Centre, DKMS and Mercedes-Benz, you’ve got nothing to lose.

 

 

 

 

 

References: Royal Mail Market Reach

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. 

Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

Contact Us

 

October 3, 2017

Direct Mail Case Study: 349% ROI

The Client

Fantastic Services provides cleaning and maintenance services to both consumers and businesses in the UK, operating under several sub-brands: Fantastic Cleaners, Fantastic Gardeners, Fantastic Handyman, Fantastic Pest Control, and many others specialising in different trades.

The Challenge

Fantastic Services engaged Romax to help organise their planned Direct Mail campaigns for 2017. The objective was to acquire new customers through a purchased database and re-establish contact with customers who had not used Fantastic Services for some time.
As part of their planned monthly campaign, they are doing B2C mailing. Using their own data of new and return customers to the brand. Their goals were to both, increase revenue and improve brand awareness.

The Solution

Romax made a series of recommendations to help make their Direct Mail Campaign a success.

Firstly, Romax recommended to digitally print the letters in full colour, which allowed full personalisation throughout. Secondly, adding the company logo onto the envelopes, to help promote the brand and create recognition for those already familiar with it. Finally, Romax designed and ran out sample packs of different options for client approval adding promotion codes aimed at incentivising potential and existing customers to engage Fantastic Services.

Quick Turnaround Times

Romax and Fantastic Services also pre-agreed quick turnaround times to ensure the packs arrived promptly, to ensure that the acquired data did not become ‘out of date’. After the initial mailing Romax now despatch incentivised promo code mailings shortly after a client has used a service to increase additional activity and improve revenue per client.

Keeping Costs Down.

Using our industry experience, the mailing was sent via advertising mail – a discounted postal service for marketing purposes. Additionally, we added a mailmark barcode to the letter which ensured that not only was the mail fully trackable through to delivery but that the cheapest postal price was achieved.

The Results

letter-direct-mail

One of their most successful direct mail pieces was sent in May 2017.  Mailing out to new clients with a letter which included a discount promo code and a clear call to action.  Romax managed the project which included: data management, printing the letters and envelopes, fulfilment, postage and distribution in the UK.

 

Direct Mail Results – 349% ROI

Fantastic Services have sent out via Romax a good number of letters in their first six months and continue to send regular highly targeted mailings that achieve excellent returns: the overall direct mail campaign has reached a 349% ROI.

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. 

Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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September 25, 2017

Can Direct Mail Boost Sales on Black Friday?

Written by Nilda Cerna, Marketing Manager at Romax Marketing & Distribution.

Historically, the biggest shopping day around the World is Black Friday, which happens on the last Friday of November every year, just after the traditional American Thanksgiving. Everyone has the image of people in the US buying as if the end of the World is coming.  Sales are impressive, and have only been outdone by the recently invented singles days on the 11th of November (11.11) in China.

The Black Friday phenomenon is here to stay and it’s going to get bigger in the UK. Above 80% of Britons know what is, compared to the 40% of French.

 

Black Friday 2016

“Britons spent £5.8 billion over Black Friday and Cyber Monday 2016”

In 2016, Britons spent £5.8 billion over the four days between Black Friday and Cyber Monday – 15% increase compared with 2015. E-commerce business took £2.8 billion – up 20%. On Black Friday itself,  £1.27 billion was spent according to estimates of the Centre for Retail Research (CRR) and the website vouchercodes.co.uk.

Online retailers experienced sky-rocketing traffic on their websites, according to the Daily Mirror. Currys PC World reported more than half a million visitors which resulted in 40% more orders. eBay estimated 20.7 million UK visitors in the long Black Friday weekend.

Emails sent on Black Friday 2016

“2.9 billion emails sent on Black Friday and Cyber Monday” MailChimp

black-friday-romax

The email provider Mailchimp sent over 1.5 billion emails on Black Friday itself and 1.4 billion in Cyber Monday.  SendGrid also sent more than 3 billion of emails with an average of 23% Open Rate on both days.

Let’s do the maths, how many emails does a user receive on Black Friday, and over the cyber weekend? It’s not uncommon to hear that consumers start to feel overwhelmed by the huge amount of emails they received. According to Royal Mail MarketReach, 70% of people say, “I feel that I receive too many emails.” As a result, 51% of emails were deleted within two seconds.

How to stand out from the crowd

“Almost 85 percent of retailers will send an email to their customers about Black Friday deals”

postcard_black_friday_romax
Black Friday Postcard sent by Romax Marketing to their customers and prospect in 2017 which included personalised text on mobile image and paragraph, and test A/B on envelope quotation for a greater impact.

The question is how to stand out from the billions of emails send it on Black Friday? The answer may well be by “creating an impact with Direct Mail.

Marketers need to incorporate Direct Mail as part of their Black Friday campaign because:

  1. Neuroscience. There is a lot of research that confirms Direct Mail beats email in different aspects, such as, brand recall with 70% higher results, a physical material is considered more “real” to the brain, and consumers internalise printed adverts better than email giving them greater resonance.
  2. Direct Mail impact on online sales. As a direct result of receiving a direct mail, 92% of people driven to a website and 87% were influenced to make online purchases. Read more information about Direct Mail Facts&Figures here.

There are a lot of types of direct mail, which can help you to create impact, recall your brand and, of course, increase your sales, such as Door-Droops, Letters – Check 349% ROI Case Study, Postcard and Catalogue that you can use to influence your audience. But, the key to printed communication is both, the data management, which help you to target and reduce the cost, and the personalised message, which is more than “dear name”, you can personalise images content and text – check Emma Bridgwater Case Study.

Remember, Black Friday 2017 is on 24th of November. Contact us for a bespoke Direct Marketing solution.

direct mail rocket ROI

References: Telegraph, Royal Mail MarketReach, Mirror, MailChimp, SendGrid, Hubspot, BBC, US data corporation, 3Bet Media.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. 

Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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September 15, 2017

Direct Mail Beats Email – Neuroscience Confirms It

Written by Nilda Cerna, Marketing Manager at Romax.

“I worry that the overwhelming rapidity of information is affecting cognition and deeper thinking”

Eric Schmidt, Executive Chairman of Googles’ parent company Alphabet Inc.

 

Have you heard about the recent re-birth of Direct Mail Marketing? This revival is based on several reasons: on one hand, the increased number of emails received – how many emails did you receive last Black Friday? Digital news, social media advertising and notifications create an overwhelming sense of overload from the amount of digital information that bombards us daily. On the other hand, there is clear evidence that paper-based content is more impactful and engaging than digital alone, you may be surprised by the latest neuroscience research.

 

Latest Neuroscience Research

“The smart reading device of the future may be paper” 

Brandon Keim, science writer for Wired Magazine.

A neurological study by Millward Brown found that printed material left a deeper footprint on the brain, involved more emotional processing (brands associations) and produces more responses connected with our internal feelings. These suggest that consumers internalise printed adverts, giving them greater resonance.

It also found that printed communications, in all their forms, produce more brain activity in the parts associated with emotional engagement: medial prefrontal cortex and cingulate cortex.

The study concludes that:

  • Physical material is more “real” to the brain. It is better connected to memory because it engages with its special memory networks
  • Paper involves more emotional processing, which is important for brand associations.
  • Printing material produces more brain responses connected with internal feelings suggesting greater “internalisation” of the ads.

When you touch something, your hands act as transducers, converting mechanical energy so it can be sent as an impulse to fire the neurons in your brain. A study suggests that print benefits from the “endowment effect”: our tendency to value things more because we own them. “It works even if you don’t own the object. It can be triggered just by physical contact” Sebastian Haupt, an expert on sensory marketing.

Direct Mail Requires Less Cognitive Effort than email

“Direct Mail was easier to process mentally and tested better for brand recall” 

True Impact & Canada Post study.

A paper-based marketing study from the neuromarketing firm TrueImpact sponsored by Canada Post compared the effects of printing (direct mail) with digital media (email and displays ads) via eye tracking and high-resolution EEG brain wave measurement. The three key metrics in the study were: cognitive load, motivation and attention.

The results showed that:

  • Direct mail requires 21% less cognitive effort than digital media
  • Direct mail is easier to understand and more memorable
  • Brand recall is 70% higher with Direct mail.

 

load-recall
TrueImpact and Canada Post Marketing study.

 

Recommendations for Marketers

70% of people say “I feel that I receive too many emails” 

Royal Mail MarketReach, Mail and Digital Study, 2013

 

The research shows that printing communications has a higher impact on the brand recall, enhance and memory. Moreover, according to Royal Mail MarketReach, mail beats email in grabbing the attention, time spent on reading it, giving a better impression and how valued the audience feels.

 

With a large amount of evidence, marketers should take advantage of printing, it’s not necessarily reinventing the wheel, at Romax we have used evidence-based case studies from clients who have grown their campaign ROI with just a simple but relevant personalised A4 letter (See Fantastic Services Case Study) and others who for example, have included personalised images (see Emma Bridgewater Case Study).

 

There is a wide range of printing communications to incorporate in a campaign: letters, postcards, leaflets, catalogues, magazines among others, which help to increase your response and brand recognition.

Resources: Forbes, ScienceDirect, 3Bet Media MarketingNeurociencemarketing, Millward Brown and Print Power Spring 2017 magazine.

 

 

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. 

Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

Contact Us